Digital technology is hugely impacting the way the packaging and serialization industry operates. Videojet Technologies, leading supplier of coding and marketing technologies, meet with Industry influencers to discuss the ways in which the digital sphere is impacting the pharmaceutical packaging and serialization industry. The interesting discussion, held at last year’s Pack Expo trade show, examines how digital technology is driving regulatory change, enabling data capture, permitting global track and trace systems, and leading to increased security parameters. Check out the discussion above. For more information check out Videojet’s Pharma Hub, a one stop resource for Pharmaceutical and Medical Device manufacturers seeking information to help them meet the changing requirements of coding and labelling http://bit.ly/2cxAWi5

1. In September 2015, Videojet gathered a
panel of experts at the Trump Tower Hotel
in Las Vegas to discuss the question…
“How has the digital
marketplace shaped
both packaging and
serialization in the
pharmaceutical
sector?”
Videojet gathered a panel of experts at
the Trump Tower Hotel in Las Vegas to
discuss the question…

2. Those in attendance were……

3. Dirk Rodgers
Principal, Dirk Rodgers
Consulting
and founder of RxTrace.com
Jorge Izquierdo
VP, Market Development,
PMMI, The Association for
Processing and Packaging
Scott Biondich
President, Packaging
Innovation & Design
Tim Kearns
Pharmaceutical National
Account Manager, Videojet
Inc
Eric Davis
National Sales Manager,
Videojet Inc
Jim Kerper
Sales manager, North
America Systems Solution
Group, Videojet Inc
Lisa McTigue Pierce,
Executive editor, Packaging
Digest
John Nobers
Director, North America
Systems Solution Group,
Videojet Inc

4. How do we
define digital?
Computers, the Internet of
Things, IT infrastructure,
social media, digital printing,
3D printing, digitised end-user
and however else we can
think of digital - whether it be
mobile or any other kind of
digital apparatus

5. How is digital
equipment impacting
packaging and
serialization globally?
Driving regulatory change
Allows products to be tracked and
traced through the entire supply chain
Enables data to be captured
Increases security

6. Digital means
more data…
Data capture is facilitated via
advanced coding and marking
technology, alongside machines
capable of reading the output
Software installed on the
production line machinery
scans the code at various
points on its journey down the
supply chain, enabling products
to be tracked and traced
effectively

7. …and the data
has to be
stored
This vast amount of
information has to be stored
and advanced software
capabilities available now
will enable companies to
effectively assimilate this
data once they uncover how
to extract value from it

8. When it comes to serialization…
• THE PHARMA INDUSTRY IS REACTIVE

9. The
Pharma
Industry

10. Due to widespread counterfeiting, regulations
are mandating greater serialization
requirements for pharmaceutical products
and medical devices.
Unlike the food industry, consumer demands
are not necessarily the driving force behind
these changes
Serialization
in the Pharma
Industry
Find out more about anti-counterfeiting
click here

11. Serialization in
the Pharma
Industry
Pharma companies have been slower
to adopt serialization as the perceived
benefits are not there in terms of ROI.
The industry will be far more motivated
to invest in digital technologies (over
and above regulatory requirements)
once it can be proven to provide a
revenue stream
To learn more about serialization in
the pharma industry click here

12. Pharma companies,
particularly in the USA,
struggle to see a way to
monetize the traceability
aspect of serialization, as
often their products are
repackaged at the retail level
– meaning consumers do not
connect with a specific brand
Serialization
in the Pharma
Industry

13. Serialization in
the Pharma
Industry
Data is collected downstream by
scanning the serial numbers that
manufacturers add to packaging
If this data were to be available for
free it would be very valuable - the
problem is that the data is owned
by the person who scanned it – not
by the manufacturer that added it

14. Consumer
+ Digital
=Influence

15. Through digital, brands
today have a lot more
power to create meaningful
customer experiences;
brands have attained a
greater ability to
understand consumer and
buying behaviour
Consumer
+ Digital
= Influence

16. Consumer
+ Digital
= Influence
However, at the same time
digital has given consumers
more power to drive
significant changes to the
ways in which companies
operate.

17. Consumers are
becoming more
demanding in terms of
the information they
require ahead of making
purchasing decisions.
Serialization enables
companies to better
provide this information.
Consumer
+ Digital =
Influence

18. Consumer +
Digital =
Influence
Due to consumer influences,
companies are enforcing strict
regulations upon themselves as
opposed to reacting to government
mandates and ‘playing catch-up’.
This has been driven by consumer
demand for a greater level of
transparency, expressed largely
via digital mediums

19. Consumer +
Digital =
Influence
Consumer purchasing
behavior has changed
dramatically over the
past few years due to
the ability to shop
online for practically
anything

20. Consumer +
Digital =
Influence
E-commerce has created a
challenge for manufacturers as
they now have to ensure that
products are able to withstand
long periods in transit. At
present, this is dealt with by a
great deal of over packaging –
often using corrugated
cardboard

21. The Issue
of Security

22. The Issue of
Security
Due to digital technologies, we
now have the ability to collect
vast amounts of data, but who
is going to control the
information?
For companies, market and
consumer interactive data is of
greatest value and is the
greatest potential loss

23. The Issue of
Security
Companies are very aware
of this issue and are
therefore cautious when it
comes to sharing
information (data from
machines) externally.
Many have concerns that
secrets may be revealed –
a recipe for a product for
example

24. The Issue of
Security
Equipment now has the
capability to communicate
to the internet – this is a
significant benefit for
service performance
equipment

25. The Issue of
Security
However, this causes a
concern from companies in
regard to letting third party
agents into their networks
and allowing them access to
their information

26. Therefore…

27. The Issue of Security
Packaging machinery suppliers have
gradually seen a greater involvement of
company’s IT personnel in the design of
packaging solutions due to the growing
digital nature of packaging equipment

28. The Issue of
Security
Equipment is being
developed which has the
capability to allow
companies to have control
over how much access they
give suppliers to their
production line

29. Looking to
the Future

30. Looking to the
Future
The pharmaceutical industry is
not expected to move forward as
rapidly as the food sector due to
a lack of perceived benefits. With
serialization it is expected to
comply with government
guidelines and regulatory
changes but not necessarily to
create them ahead of the curve.
The approach is far more
REACTIVE.

31. Looking to
the Future
As advances in
technology continue to
come to the fore,
regulations will quickly
have to catch up so as
to be in line

32. Looking to the
Future
Consumers are expected to
continue to influence the way
in which manufacturers use
digital technology.

33. Looking to
the Future
Security for managing data
acquired through digital is
still in its infancy; however,
experts predict that this will
be the next big industry to
have emerged from digital.
As a result the future may
see regulations shift due to
increased security
demands

34. While security demands
may challenge
manufacturers, a lot of
opportunities will present
themselves in this field;
companies who are
beginning now to cover the
security aspect of data
management will attain a
competitive advantage in
the future
Looking to the
Future

35. Looking to the
Future
Technology will continue to develop new
areas of industry – serialization is an
example. Companies with the ability to adapt,
diversify and prepare as much as is possible
for the changing landscapes in advance will
have a far greater competitive advantage.

36. Thank Youwww.videojet.com/pharma